陽明山國家公園二子坪生態保育費之願付價格研究－應用條件評估法

Abstract

本研究主要目的是分析遊客對於陽明山國家公園二子坪生態遊憩區的願付價格、以及環境態度價值觀，進一步藉由生活型態來區分遊客族群，並探討各群族的生態保育費。 本文以問卷方式調查，受訪者為二子坪生態遊憩區的遊客，透過生活型態量表、新生態典範量表、生態保育費、以及個人社經背景，建立受訪者願付價格Tobit實證模型。結果顯示，整體受訪者平均願付價格55.2元，「安居樂業群」平均願付金額為54.76元、「身心保健群」平均願付金額為55.73元、「理性享樂群」平均願付金額為55.07元；另一方面，受訪遊客於「新生態典範量表」得分數與願付價格在實證模型中呈正向變動；年齡、平均月收入、與居住地區「北部」與願付價格具有統計上顯著關係。 本研究期能帶給國家公園經營管理者在二子坪的活動行銷、廣告宣傳、以及門票收取上有所依據，並可運用不同行銷策略滿足不同族群、以及不同的需要。

The purpose of this article is to analyze tourists’ willingness to pay (WTP) as well as environmental attitude and values of Erziping recreation area, which is located on Yangminshan National Park. Moreover, by means of classifying tourists into different segments, people can explore the difference of WTP of each group. The method of this article is questionnaire survey; the respondents are visitors of Erziping. Through the variables of lifestyle (AIO), New Ecological Paradigm (NEP), willingness to pay(WTP) and demographics, empirical model (Tobit) of WTP of Erziping was built. Statistical result shows that average WTP of all respondents is NTD55.2; average WTP in “segment of living in peace and working happily” is NTD 54.76; average WTP in “segment of health care for body and mind” is NTD 55.73; average WTP in “segment of rational pleasure-seeking” is NTD 55.07. On the other hand, respondents’ scores of NEP is positively related to WTP; variables of age, average income, and residence in northern Taiwan were significantly associated with WTP. By data collecting and analyzing, we hope this study could provide administration of national park with helpful information, ex: activities-promoting, campaign-advertising and ticket-charging. Using different strategies to attract different tourists groups, and satisfy different demands.